Originally Posted by lemur01
Protect there brand from what? Wholesale prices?
Different companies may have different reasons, but I would think that's one of the more prevalent ones. Right or wrong, products that are "more exclusive" and only available for sale at higher priced stores like, say, Saks Fifth Avenue tend to be viewed as more prestigous and valuable than products that are sold at a discount retailer like Big Lots. The Big Lots product may be of equal or better quality, but large segments of our society either don't care or apparently value the image of a product moreso than the quality of the product.